Domino’s Pizza in the UK has signed a two-year licensing deal with 20th Century Fox that will allow it to run ads and create branded pizzas based on TV show The Simpsons. The deal kicks off with a heavyweight ad campaign breaking on 13 February next year. Domino’s marketing manager Robin Auld said the ad will be in the style of a ’30-second episode of The Simpsons’; it was scripted and produced by the team that makes the programme.
As part of the deal, Domino’s will produce Simpsons-branded pizzas and side orders, the first of which will be a spicy chicken Icurumba pizza. Simpsons characters will also appear on menus, packaging, direct mail, online and in-store. Domino’s said the ad, which features a family eating together, is not aimed at children. ‘We take responsible marketing very seriously, and we have a multitude of fresh, healthy options and vegetables for toppings,’ said Auld.
Domino’s has sponsored The Simpsons on Sky One for eight years. Its rival Pizza Hut had a tie-up with the show on Channel 4, which ended last year after 12 months.
SOURCE: Brand Republic